eWOM: Extant Research Review and Future Research Avenues (Record no. 50061)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02883nam a2200217 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20180627162232.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 180627b ||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Mishra, Anubhav |
| 9 (RLIN) | 31952 |
| 245 ## - TITLE STATEMENT | |
| Title | eWOM: Extant Research Review and Future Research Avenues |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 222-233 p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Word-of-mouth (WOM) communication is widely accepted as a critical factor in building marketing strategies and communications. Invention of the Internet and proliferation of social media have added a new electronic dimension to traditional WOM, thereby converting it into electronicWOM (eWOM). The extant literature has focused on various aspects of eWOM such as its effect on consumer’s purchase decision process, utilization of eWOM to build brand strength and consumer loyalty, information diffusion, and creating buzz among potential consumers.<br/><br/>The purpose of this study is to do a systematic review and meet the two objectives:<br/><br/> (1) summarize the extant literature in eWOM domain and<br/><br/> (2) identify a few areas for future research.<br/><br/>This article has been organized as follows.<br/><br/> It starts with the definition and interrelationship between three keywords used in literature, which are traditional word-of-mouth (WOM), electronic word-of-mouth (eWOM, also referred as online word-of-mouth [OWOM]), and viral marketing.<br/><br/> The article focuses on theoretical foundations and frameworks which form the basis of eWOM in the literature. eWOM borrows its foundation from different disciplines based on the research perspective. It highlights theories based on social perspective (sociology literature), information perspective (IS literature), and marketing perspective (specific theories from marketing literature).<br/><br/> It identifies the motivational factors for consumer involvement in eWOM creation and diffusion process and summarizes the findings of literature on what drives consumer to spread eWOM on various channels.<br/><br/> It discusses the findings from literature review on importance and effects of eWOM for marketing communications and marketing strategies.<br/><br/> It provides actionable strategies for practitioners and marketers to suggest how they can utilize eWOM to improve performance, generate more sales and to communicate with consumers?<br/><br/> It also looks at how to deal with negative eWOM and how a firm should respond to it.<br/><br/> Finally, it analyses the current status of research and suggests a few areas for future researchers. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Electronic Word-of-Mouth (eWOM), |
| Uncontrolled term | Online Consumers, |
| Uncontrolled term | Online Reviews, |
| Uncontrolled term | Consumer Purchase Decision, |
| Uncontrolled term | Social Media |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Satish, S M |
| 9 (RLIN) | 31953 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 49839 |
| Host Itemnumber | 61496 |
| Main entry heading | Chand,Vijaya Sherry |
| Place, publisher, and date of publication | Ahmedabad Indian Institute of Management |
| Other item identifier | 5556425 |
| Title | Vikalpa Vol . 41 |
| International Standard Book Number | 0256-0909 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 27/06/2018 | Vol 41, Issue 3/ 5556425JA3 | 5556425JA3 | 27/06/2018 | 27/06/2018 |